{"id":16581,"date":"2023-12-02T11:48:32","date_gmt":"2023-12-02T04:48:32","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=16581"},"modified":"2023-12-02T12:09:55","modified_gmt":"2023-12-02T05:09:55","slug":"xay-dung-ban-sac-thuong-hieu","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/xay-dung-ban-sac-thuong-hieu\/","title":{"rendered":"H\u01b0\u1edbng d\u1eabn chi ti\u1ebft c\u00e1ch x\u00e2y d\u1ef1ng b\u1ea3n s\u1eafc th\u01b0\u01a1ng hi\u1ec7u (brand identity)"},"content":{"rendered":"

B\u1ea3n s\u1eafc th\u01b0\u01a1ng hi\u1ec7u (brand identity) l\u00e0 \u0111\u1eb7c \u0111i\u1ec3m \u0111\u1ed9c \u0111\u00e1o v\u00e0 gi\u00e1 tr\u1ecb \u0111\u1eb7c bi\u1ec7t c\u1ee7a m\u1ed9t doanh nghi\u1ec7p, x\u00e1c \u0111\u1ecbnh s\u1ef1 ph\u00e2n bi\u1ec7t v\u00e0 nh\u1eadn di\u1ec7n trong th\u1ecb tr\u01b0\u1eddng. T\u1ea7m quan tr\u1ecdng c\u1ee7a n\u00f3 bao g\u1ed3m kh\u1ea3 n\u0103ng t\u1ea1o ni\u1ec1m tin v\u00e0 l\u00f2ng trung th\u00e0nh t\u1eeb kh\u00e1ch h\u00e0ng, x\u00e2y d\u1ef1ng gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u (brand value)<\/a>, t\u1ea1o \u0111\u1ed9ng l\u1ef1c n\u1ed9i b\u1ed9 trong c\u00f4ng ty, v\u00e0 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh mua s\u1eafm c\u1ee7a kh\u00e1ch h\u00e0ng. B\u1ea3n s\u1eafc th\u01b0\u01a1ng hi\u1ec7u l\u00e0 y\u1ebfu t\u1ed1 quy\u1ebft \u0111\u1ecbnh cho s\u1ef1 th\u00e0nh c\u00f4ng v\u00e0 b\u1ec1n v\u1eefng c\u1ee7a doanh nghi\u1ec7p trong m\u00f4i tr\u01b0\u1eddng c\u1ea1nh tranh.<\/p>\n

C\u00e1c y\u1ebfu t\u1ed1 t\u1ea1o n\u00ean b\u1ea3n s\u1eafc th\u01b0\u01a1ng hi\u1ec7u (brand identity)<\/h2>\n

C\u00e1c nh\u00e0 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u s\u1eed d\u1ee5ng m\u1ed9t b\u1ed9 d\u1ee5ng c\u1ee5 \u0111\u1ec3 c\u1ee7ng c\u1ed1 v\u00e0 t\u1ea1o ra h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u. C\u00e1c th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh th\u01b0\u1eddng bi\u1ec3u th\u1ecb m\u1ed9t t\u1eeb ng\u1eef ri\u00eang, m\u1ed9t kh\u1ea9u hi\u1ec7u, m\u1ed9t m\u00e0u s\u1eafc, m\u1ed9t k\u00fd hi\u1ec7u, v\u00e0 m\u1ed9t lo\u1ea1t nh\u1eefng c\u00e2u chuy\u1ec7n.<\/p>\n

T\u1eeb ng\u1eef ri\u00eang<\/h3>\n

M\u1ed9t th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh, khi \u0111\u01b0\u1ee3c nh\u1eafc \u0111\u1ebfn cho nhi\u1ec1u ng\u01b0\u1eddi trong m\u1ed9t th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau, s\u1ebd g\u1ee3i l\u00ean t\u1eeb ng\u1eef kh\u00e1c th\u01b0\u1eddng l\u00e0 hi\u1ec3n th\u1ecb s\u1ef1 \u01b0a chu\u1ed9ng. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 m\u1ed9t danh s\u00e1ch c\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u00f3 t\u1eeb ng\u1eef ri\u00eang c\u1ee7a m\u00ecnh: C\u00f4ng ty T\u1eeb ng\u1eef Volvo “An to\u00e0n”, BMW “D\u1ec5 \u0111i\u1ec1u khi\u1ec3n”, Mercedes “M\u00e1y m\u00f3c t\u1ed1t”, Federal Express “L\u00e0m c\u1ea3 \u0111\u00eam”, Apple Computer “\u0110\u1ed3 ho\u1ea1”, Kodak “Phim”,… Nh\u1eefng t\u1eeb ng\u1eef n\u00e0y s\u1ebd ch\u00ednh l\u00e0 m\u1ed9t trong nh\u1eefng th\u00e0nh ph\u1ea7n quan tr\u1ecdng c\u1ee7a b\u1ea3n s\u1eafc th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a doanh nghi\u1ec7p.<\/p>\n

Kh\u1ea9u hi\u1ec7u (Slogan)<\/h3>\n
Nhi\u1ec1u c\u00f4ng ty \u0111\u00e3 th\u00e0nh c\u00f4ng khi th\u00eam kh\u1ea9u hi\u1ec7u v\u00e0o t\u00ean c\u00f4ng ty ho\u1eb7c th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a h\u1ecd, t\u1ea1o ra hi\u1ec7u \u1ee9ng m\u00ea ho\u1eb7c th\u00f4ng qua vi\u1ec7c l\u1eb7p \u0111i l\u1eb7p l\u1ea1i trong qu\u1ea3ng c\u00e1o h\u00e0ng ng\u00e0y. Hi\u1ec7u qu\u1ea3 c\u1ee7a vi\u1ec7c n\u00e0y l\u00e0 t\u1ea1o s\u1ef1 nh\u1edb \u0111\u1ebfn v\u00e0 \u0111\u01b0a h\u00ecnh \u1ea3nh v\u00e0o ti\u1ec1m th\u1ee9c. Kh\u1ea9u hi\u1ec3u ch\u00ednh l\u00e0 th\u00f4ng \u0111i\u1ec7p ng\u1eafn g\u1ecdn v\u00e0 d\u1ec5 nh\u1edb nh\u1ea5t \u0111\u1ebfn kh\u00e1ch h\u00e0ng v\u1ec1 b\u1ea3n s\u1eafc th\u01b0\u01a1ng hi\u1ec7u.<\/div>\n
M\u1ed9t s\u1ed1 kh\u1ea9u hi\u1ec7u n\u1ed5i ti\u1ebfng m\u00e0 m\u1ecdi ng\u01b0\u1eddi nh\u1edb v\u00e0 nh\u1eadn ra bao g\u1ed3m “H\u00e3ng h\u00e0ng kh\u00f4ng \u0111\u01b0\u1ee3c \u01b0a th\u00edch tr\u00ean th\u1ebf gi\u1edbi” c\u1ee7a British Airways, “S\u1ef1 l\u1ef1a ch\u1ecdn \u0111\u00fang \u0111\u1eafn” c\u1ee7a AT&T, “Vua c\u1ee7a c\u00e1c lo\u1ea1i bia” c\u1ee7a Budweiser, “Ch\u1ea5t l\u01b0\u1ee3ng l\u00e0 nhi\u1ec7m v\u1ee5 h\u00e0ng \u0111\u1ea7u c\u1ee7a ch\u00fang t\u00f4i” c\u1ee7a Ford, “Ch\u00fang t\u00f4i \u0111em nh\u1eefng \u0111i\u1ec1u t\u1ed1t cu\u1ed9c s\u1ed1ng” c\u1ee7a General Electric, “T\u1ed1t h\u01a1n m\u00e3i m\u00e3i” c\u1ee7a Miele.<\/div>\n
Vi\u1ec7c t\u1ea1o ra kh\u1ea9u hi\u1ec7u d\u1ec5 nh\u1edb kh\u00f4ng lu\u00f4n \u0111\u01a1n gi\u1ea3n, v\u00e0 m\u1ed9t s\u1ed1 c\u00f4ng ty, nh\u01b0 Philips, \u0111\u00e3 ph\u1ea3i thay \u0111\u1ed5i kh\u1ea9u hi\u1ec7u nhi\u1ec1u l\u1ea7n m\u00e0 v\u1eabn ch\u01b0a t\u00ecm ra c\u00e1i n\u00e0o ho\u00e0n h\u1ea3o. Philips \u0111\u00e3 chuy\u1ec3n t\u1eeb “T\u1eeb c\u00e1t \u0111\u1ebfn c\u00e1c b\u1ea3n m\u1ea1ch” \u0111\u1ebfn “Philips s\u00e1ng ch\u1ebf v\u00ec b\u1ea1n” nh\u01b0ng kh\u00f4ng \u0111\u1ea1t \u0111\u01b0\u1ee3c hi\u1ec7u qu\u1ea3 mong mu\u1ed1n. H\u1ecd ti\u1ebfp t\u1ee5c n\u1ed7 l\u1ef1c v\u1edbi kh\u1ea9u hi\u1ec7u m\u1edbi, nh\u01b0ng s\u1ef1 ch\u00e2m ch\u1ecdc v\u00e0 th\u00e1ch th\u1ee9c v\u1eabn \u0111\u1eb7t ra nhi\u1ec1u c\u00e2u h\u1ecfi v\u1ec1 \u00fd ngh\u0129a v\u00e0 l\u1ee3i \u00edch c\u1ee7a c\u00f4ng ty \u0111\u1ed1i v\u1edbi kh\u00e1ch h\u00e0ng.<\/div>\n
Xem th\u00eam: 100 Slogan n\u1ed5i ti\u1ebfng c\u1ee7a c\u00e1c th\u01b0\u01a1ng hi\u1ec7u trong v\u00e0 ngo\u00e0i n\u01b0\u1edbc (c\u1eadp nh\u1eadt 2023)<\/a><\/strong><\/div>\n

Color<\/h3>\n

Vi\u1ec7c s\u1eed d\u1ee5ng m\u1ed9t s\u1ed1 lo\u1ea1i m\u00e0u nh\u1ea5t \u0111\u1ecbnh c\u00f3 th\u1ec3 mang l\u1ea1i l\u1ee3i \u00edch cho c\u00f4ng ty ho\u1eb7c th\u01b0\u01a1ng hi\u1ec7u b\u1eb1ng c\u00e1ch t\u0103ng kh\u1ea3 n\u0103ng nh\u1eadn di\u1ec7n. V\u00ed d\u1ee5, H\u00e3ng Caterpillar s\u01a1n t\u1ea5t c\u1ea3 s\u1ea3n ph\u1ea9m x\u00e2y d\u1ef1ng c\u1ee7a m\u00ecnh b\u1eb1ng m\u00e0u v\u00e0ng, Kodak c\u0169ng ch\u1ecdn m\u00e0u v\u00e0ng l\u00e0m m\u00e0u \u0111\u1eb7c tr\u01b0ng, trong khi IBM s\u1eed d\u1ee5ng m\u00e0u xanh n\u01b0\u1edbc bi\u1ec3n cho t\u1ea5t c\u1ea3 \u1ea5n ph\u1ea9m, d\u1eabn \u0111\u1ebfn vi\u1ec7c \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0 “Big Blue” (g\u00e3 kh\u1ed5ng l\u1ed3 m\u00e0u xanh). \u0110i\u1ec1u n\u00e0y gi\u00fap t\u1ea1o ra s\u1ef1 nh\u1ea5t qu\u00e1n v\u00e0 nh\u1eadn di\u1ec7n m\u1ea1nh m\u1ebd trong th\u1ecb tr\u01b0\u1eddng.<\/p>\n

\"Ph\u01b0\u01a1ng<\/p>\n

C\u00e1c bi\u1ec3u t\u01b0\u1ee3ng v\u00e0 logo<\/h3>\n

S\u1ebd l\u00e0 kh\u00f4n ngoan n\u1ebfu c\u00e1c c\u00f4ng ty bi\u1ebft s\u1eed d\u1ee5ng bi\u1ec3u t\u01b0\u1ee3ng hay logo trong c\u00e1c giao ti\u1ebfp c\u1ee7a m\u00ecnh. Nhi\u1ec1u c\u00f4ng ty c\u00f2n thu\u00ea ng\u01b0\u1eddi n\u1ed5i ti\u1ebfng l\u00e0m ph\u00e1t ng\u00f4n vi\u00ean cho m\u00ecnh, v\u1edbi hy v\u1ecdng ti\u1ebfng t\u0103m c\u1ee7a ng\u01b0\u1eddi n\u00e0y s\u1ebd truy\u1ec1n sang cho th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh. H\u00e3ng Nike d\u00f9ng v\u1eadn \u0111\u1ed9ng vi\u00ean b\u00f3ng r\u1ed5 Michael Jordan, ng\u01b0\u1eddi \u0111\u01b0\u1ee3c c\u1ea3 th\u1ebf gi\u1edbi c\u00f4ng nh\u1eadn v\u00e0 \u01b0a th\u00edch \u0111\u1ec3 qu\u1ea3ng c\u00e1o cho gi\u00e0y c\u1ee7a m\u00ecnh. H\u00e3ng n\u01b0\u1edbc hoa Chanel s\u1ed1 5 d\u00f9ng di\u1ec5n vi\u00ean Catherine Deneuve, m\u1ed9t trong nh\u1eefng ng\u01b0\u1eddi ph\u1ee5 n\u1eef \u0111\u1eb9p nh\u1ea5t th\u1ebf gi\u1edbi, l\u00e0m bi\u1ec3u t\u01b0\u1ee3ng cho m\u00ecnh. N\u1eef di\u1ec5n vi\u00ean \u0111i\u1ec7n \u1ea3nh Candice Bergen qu\u1ea3ng c\u00e1o cho h\u00e3ng vi\u1ec5n th\u00f4ng Sprint.<\/p>\n

\"logo<\/p>\n

T\u1eadn d\u1ee5ng bi\u1ec3u t\u01b0\u1ee3ng v\u00e0 logo l\u00e0 m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c th\u00f4ng tin kh\u00f4n ngoan c\u1ee7a c\u00e1c c\u00f4ng ty. Nhi\u1ec1u doanh nghi\u1ec7p thu\u00ea ng\u01b0\u1eddi n\u1ed5i ti\u1ebfng l\u00e0m \u0111\u1ea1i s\u1ee9 th\u01b0\u01a1ng hi\u1ec7u, nh\u01b0 Nike v\u1edbi Michael Jordan ho\u1eb7c Chanel s\u1ed1 5 v\u1edbi Catherine Deneuve. C\u00e1c nh\u00e0 s\u1ea3n xu\u1ea5t d\u1ee5ng c\u1ee5 th\u1ec3 thao th\u1eadm ch\u00ed \u0111\u1eb7t t\u00ean v\u1eadn \u0111\u1ed9ng vi\u00ean h\u00e0ng \u0111\u1ea7u cho s\u1ea3n ph\u1ea9m c\u1ee7a h\u1ecd. Tuy nhi\u00ean, chi\u1ebfn l\u01b0\u1ee3c n\u00e0y c\u00f3 chi ph\u00ed cao v\u00e0 r\u1ee7i ro v\u1ec1 v\u1ea5n \u0111\u1ec1 ph\u00e1p l\u00fd v\u00e0 uy t\u00edn, nh\u01b0 trong tr\u01b0\u1eddng h\u1ee3p O. J. Simpson.<\/div>\n
M\u1ed9t c\u00e1ch kh\u00e1c l\u00e0 x\u00e2y d\u1ef1ng nh\u00e2n v\u1eadt ho\u1ea1t h\u00ecnh, tranh, ho\u1eb7c bi\u1ec3u t\u01b0\u1ee3ng \u0111\u1ec3 li\u00ean k\u1ebft v\u1edbi th\u01b0\u01a1ng hi\u1ec7u, nh\u01b0 Leo Burnett \u0111\u00e3 th\u00e0nh c\u00f4ng v\u1edbi Jolly Green Giant v\u00e0 h\u1ed5 Tony. H\u1ecd c\u0169ng t\u1ea1o ra h\u00ecnh t\u01b0\u1ee3ng ng\u01b0\u1eddi \u0111\u00e0n \u00f4ng Marlboro v\u00e0 nhi\u1ec1u lo\u1ea1i logo tr\u1eebu t\u01b0\u1ee3ng. Vi\u1ec7c n\u00e0y gi\u00fap ghi nh\u1edb v\u00e0 nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3, \u0111\u1ed3ng th\u1eddi tr\u00e1nh \u0111\u01b0\u1ee3c r\u1ee7i ro li\u00ean quan \u0111\u1ebfn ng\u01b0\u1eddi n\u1ed5i ti\u1ebfng.<\/div>\n

Xem th\u00eam: <\/strong>Top 12 chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u (branding strategy) \u2013 V\u00ed d\u1ee5 \u00e1p d\u1ee5ng th\u1ef1c ti\u1ec5n<\/a><\/strong><\/p>\n

C\u00e2u chuy\u1ec7n th\u01b0\u01a1ng hi\u1ec7u<\/h3>\n
C\u00e2u chuy\u1ec7n th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3ng vai tr\u00f2 quan tr\u1ecdng trong vi\u1ec7c x\u00e2y d\u1ef1ng li\u00ean k\u1ebft t\u00edch c\u1ef1c gi\u1eefa c\u00f4ng ty v\u00e0 kh\u00e1ch h\u00e0ng. Nh\u1eefng c\u00e2u chuy\u1ec7n n\u00e0y th\u01b0\u1eddng li\u00ean quan \u0111\u1ebfn s\u00e1ng l\u1eadp v\u00e0 s\u1ef1 \u0111\u1ea5u tranh \u0111\u1ec3 x\u00e2y d\u1ef1ng c\u00f4ng ty. V\u00ed d\u1ee5, Coca-Cola v\u00e0 vi\u1ec7c b\u1ea3o qu\u1ea3n b\u00ed m\u1eadt c\u00f4ng th\u1ee9c pha ch\u1ebf, ho\u1eb7c Ben & Jerry\u2019s v\u1edbi vi\u1ec7c s\u1eed d\u1ee5ng 7% l\u1ee3i nhu\u1eadn \u0111\u1ec3 l\u00e0m t\u1eeb thi\u1ec7n. The Body Shop k\u1ec3 v\u1ec1 ch\u00ednh nh\u00e2n v\u1eadt m\u1ea1nh m\u1ebd c\u1ee7a ng\u01b0\u1eddi s\u00e1ng l\u1eadp Antia Roddick.<\/div>\n
C\u00e2u chuy\u1ec7n th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng ch\u1ec9 l\u00e0 v\u1ec1 ng\u01b0\u1eddi s\u00e1ng l\u1eadp m\u00e0 c\u00f2n v\u1ec1 c\u00e1c h\u00e0nh \u0111\u1ed9ng m\u1eabu m\u1ef1c c\u1ee7a c\u00f4ng ty. Nordstrom n\u1ed5i ti\u1ebfng v\u1edbi c\u00e2u chuy\u1ec7n tr\u1ea3 ti\u1ec1n cho m\u1ed9t kh\u00e1ch h\u00e0ng mang l\u1ed1p xe \u00f4-t\u00f4 v\u00e0o c\u1eeda h\u00e0ng, m\u1eb7c d\u00f9 h\u1ecd kh\u00f4ng b\u00e1n l\u1ed1p. C\u00e1c h\u00e0nh \u0111\u1ed9ng ph\u1ee5c v\u1ee5 kh\u00e1ch h\u00e0ng m\u1eabu m\u1ef1c nh\u01b0 Ritz-Carlton v\u00e0 Federal Express c\u0169ng \u0111\u00f3ng g\u00f3p v\u00e0o h\u00ecnh \u1ea3nh t\u00edch c\u1ef1c c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u.<\/div>\n
Th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1ed9t k\u1ebft n\u1ed1i gi\u1eefa s\u1ea3n ph\u1ea9m v\u00e0 kh\u00e1ch h\u00e0ng, bao g\u1ed3m c\u00e1c ch\u1ea5t l\u01b0\u1ee3ng v\u00e0 d\u1ecbch v\u1ee5 m\u00e0 kh\u00e1ch h\u00e0ng mong \u0111\u1ee3i. S\u1ef1 trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ebfn m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u ph\u1ea3n \u00e1nh kh\u1ea3 n\u0103ng c\u1ee7a c\u00f4ng ty \u0111\u00e1p \u1ee9ng ho\u1eb7c v\u01b0\u1ee3t qua k\u1ef3 v\u1ecdng, t\u1ea1o n\u00ean tr\u1ea3i nghi\u1ec7m “th\u00edch th\u00fa” cho kh\u00e1ch h\u00e0ng.<\/div>\n
Xem th\u00eam: Starbucks \u0111\u00e3 c\u00f4ng khai gi\u1ea3i m\u00e3 th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh<\/a><\/strong><\/div>\n
\"Starbucks\"<\/div>\n

\u0110\u00e1nh gi\u00e1 t\u00ednh hi\u1ec7u qu\u1ea3 c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u<\/h2>\n
Y & Rubicam (Y&R), m\u1ed9t h\u00e3ng qu\u1ea3ng c\u00e1o h\u00e0ng \u0111\u1ea7u th\u1ebf gi\u1edbi, nh\u1ea5n m\u1ea1nh r\u1eb1ng s\u1ef1 th\u00e0nh c\u00f4ng c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u ph\u1ee5 thu\u1ed9c v\u00e0o hai ph\u1ea9m ch\u1ea5t ch\u00ednh: s\u1ee9c s\u1ed1ng v\u00e0 t\u1ea7m c\u1ee1.<\/div>\n
1. S\u1ee9c s\u1ed1ng c\u1ee7a Th\u01b0\u01a1ng hi\u1ec7u<\/div>\n